Customer Service Performance and Brand Perception Among Smartphone Users in Osogbo, Nigeria
Year: 2026
Type: article
Study design: Observational Study
Abstract: In many industries today, businesses face the challenge of building strong brands that customers can trust and remain loyal to. The problem lies in the widening gap between consumer expectations and the actual service delivery of many organisations, particularly in developing markets. Therefore, this study investigated the influence of Infinix customer service performance on its brand perception among users in Osogbo metropolis, Osun State, Nigeria. The expectation confirmation theory and brand equity theory guided the study. A survey research design was adopted and the population comprised of Infinix users in Osogbo, 400 respondents were randomly selected as sample. The collected data were analyzed using descriptive statistics. Findings showed that 41.8% rated the speed of response to customer complaints as high while 40.5% strongly agreed to being valued as customers. With an overall mean score of 3.17, respondents viewed Infinix’s representatives as polite and courteous in their service delivery. The study concluded that the company’s efforts in providing accessible online support, responsive service channels, and courteous customer interactions have positively influenced customers’ experiences and trust in the brand. The study recommended that companies should improve service efficiency by minimizing delays and ensuring prompt resolution of customer issues
Institution: Lead City University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7152016347